Kmart has chosen Draftfcb as its newest agency of record, effective May 1. Grey Worldwide, Kmart’s current agency of record, will continue to work with Kmart during a three-month transition period.
Draftfcb will be responsible for the retailer’s customer analysis and strategy, customer relationship management, data analysis, branding, television, magazine and radio advertising.
“Everyone we have met at Kmart is focused on building their business by establishing even stronger connections with their loyal shoppers and bringing more people into their stores,” said Howard Draft, chairman and CEO of Draftfcb.
The account win is significant for Draftfcb, coming less than half a year after the agency lost the Wal-Mart account after Wal-Mart Senior Vice-President of Marketing Communication Julie Roehm was found to have taken inappropriate perks from Draftfcb.
The Wal-Mart account was valued at $580 million, according to published reports. Kmart did not reveal the size of its account, although one published report valued it at roughly $200 million.
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